Innovation in Food and Drinks Packaging: Opportunities in added value and emerging technologies

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Innovation in Food and Drinks Packaging: Opportunities in added
value and emerging technologies
Published on June 2009

Report Summary

Innovation in Food and Drinks Packaging
Opportunities in added value and emerging technologies

Report Overview...

Food and drinks packaging is in a period of rapid change. Growth in the food and drinks packaging markets of developing economies
is expected to increase in conjunction with their rising GDP's, the changing nature of consumer lifestyles and the increased amount of
packaged food and drink. Emerging issues such as sustainability and recent increases in raw material prices are also having a
significant impact. Understanding trends and issues within the food and drinks packaging market is important due to their significant
effect up on manufacturers, retailers, and distributor costs and logistics.

'Innovation in Food and Drinks Packaging: Opportunities in added value and emerging technologies' is a report published by Business
Insights that provides added value by exploring innovations in food and drinks packaging from both packaging and food and drinks
manufacturer perspectives. This report also delivers an overview of competitor activity and an assessment of the strength of trends
and market forces moving forward.

Key Findings...

Glass is the most common material used for new products launched with food safety packaging and this has been relatively stable
over the period 2005 to 2008. The next most common material in this category is plastic.

Soft drinks (23.5%), took the highest share of food and drinks launched in innovative packaging between 2005 and 2008, closely
followed by alcoholic drinks (23.0%).

Nanotechnology, interactive packaging, intelligent and active packaging, multi-sensory packaging, and edible packaging are
developing innovations that are likely to have an impact on the future of food and drinks packaging.

The most commonly used packaging materials in new food and drinks product launches in 2008 in were Plastic (33.2%), glass
(11.7%) and cardboard (11.5%).

Use this report to...

' Understand how regulations are influencing NPD in food and drinks packaging and discover how competitors are responding to new
challenges set by these regulations with this new report.

' Gain insight into the most up to date packaging technologies including nanotechnology, natural polymers and edible coatings, and
evaluate the pros and cons of these new packaging technologies to decide whether these may be appropriate for your organization.

' Identify the key trends in food and drinks packaging and the impact that they are expected to have on the food and drinks market in

Innovation in Food and Drinks Packaging: Opportunities in added value and emerging technologies Page 1/9


the future.

' Enhance your product development strategies with this report's analysis of green, convenient and supply chain efficient packaged
food and drinks product launches by region, category and material.

Key issues...

Changes to labelling regulations. Recent debate and regulation on food and drinks labeling means detailed information is becoming a
requirement in some regions. This is having an impact on the size and design of food and drinks labels and packs in general.

The Economic climate. More difficult economic times are one of the factors encouraging consumers to shop in discounters and/or
switch from branded items to private labels. In a related effect, the downturn is promoting changes in format and size of packs.

The effect of rising prices. The increase in raw material prices has led to some packaging manufacturers passing on price increases
to their customers, making cuts within their operating expenses, and in some cases changing the design/format of the packaging
material or package itself.

Your questions answered...

' What major trends are impacting food and drinks packaging development'

' How are companies using green packaging materials to lend credibility to their ethical policies'

' Who are the top food and drinks packaging manufacturers'

' What innovative materials are being used within food and drinks packaging'

' Which new technologies, materials and design principles are driving innovation within food and drinks packaging'

' What are the key opportunities and challenges within food and drinks packaging'

Table of Content

Table of Contents
Innovation in Food and Drinks Packaging
Executive Summary 12
Introduction and the packaging market 12
Economics, consumer issues and regulation 13
Innovation by key trend 14
Enhanced food safety packaging 15
Future innovation in packaging 16
Conclusions 17
Chapter 1 Packaging market overview 20
Summary 20
Introduction 20
Report structure, content and information sources 21



The packaging market 22
Packaging has a fundamental role in food and drinks marketing 22
Overview of the packaging market 22
A number of wider factors affect the development of the packaging markets 22
Market characteristics 23
Growth in usage 23
By packaging material 24
By region 25
Key manufacturers 27
Tetra Pak 27
Amcor 28
Owens-Illinois 30
Crown Holdings 30
Rexam 32
Chapter 2 Economics, consumer issues and regulation 36
Summary 36
Introduction 37
Rising raw material prices and economic slowdown 39
Trends in raw materials supply and price 39
The role of food and drink manufacturers 40
The impact of raw material prices and demand changes on packaging companies 41
Restructuring 41
Price increases 42
Pack and material design changes 43
Changes in consumer demands 45
An increase in private label shopping 45
Larger pack sizes 48
The rise of discounters 50
Long term demographic and economic trends 51
Increasing wealth in developing countries 51
Single portions affect package design 53
Demographic trends 53
'On the go' packaging design 55
Labeling, regulation and pack design 56
Relevant recent developments 56
Nutritional labeling 57
Country-of-origin labeling 62
The future of label and pack size and design 62
Chapter 3 Innovation by key trend 66
Summary 66
Introduction 67
Convenience 68
New Product Development (NPD) launch trends 68
Category analysis 69
Packaging material 70
Package types 72
Innovation trends in convenience packaging concepts 73
Smaller and single use packs 73
Ergonomic and in-use design 75
Ethical and green 80



Packaging waste ' regulation and initiatives 83
UK 83
Reduced energy consumption and reduced emissions 86
Recycling trends 88
Package types 92
Regional analysis 93
Innovation trends in green and ethical packaging concepts 94
Packaging made from recycled or recyclable materials 94
Biopolymers 95
Biodegradable packaging 97
Reusable packaging 99
Reduced/redesigned packaging 100
Health 103
Innovation trends in healthy packaging concepts 104
Packaging for retention of ingredient functionality 104
Packaging to emulate pharmaceutical packaging 106
Chapter 4 Enhanced food safety packaging 110
Summary 110
Introduction 111
Impact of food scares and other negative issues 112
Traceability 113
Barcodes and Radio Frequency Identification (RFID) 114
Package types 118
Regional analysis 119
Innovation trends in food safety packaging concepts 120
Tamper evident packaging 120
Contamination prevention 122
Packaging to protect from germs, dirt, etc. 122
Packaging to protect from contact materials 123
Protecting the user from the food product 124
Spoilage prevention 125
Chapter 5 Future innovation in packaging 128
Summary 128
Introduction 129
Launch patterns of innovative products 129
Innovation by food and drink category 130
Emerging innovations in soft drinks 131
Emerging innovations in alcoholic drinks 134
Emerging innovations in dairy 139
Emerging innovations in confectionery 142
Innovation by packaging materials 145
Plastics 146
Glass 148
Cardboard 149



Emerging technologies, materials and design principles 151
Intelligent and active packaging 151
Intelligent packaging 151
Active packaging 153
Nanotechnology 157
Current uses and examples 157
Developing uses 158
Concerns and public perceptions 159
Interactivity 162
For information 162
For fun 164
Multisensory packaging design 166
Use of sound and touch 166
Interaction, involvement and branding 169
Masking 170
Edible 'packaging' 170
Packaging that is edible 170
Films and coatings 171
Key innovative players 172
Packaging manufacturers 172
Alcan 173
Huhtamaki 173
Food and drink manufacturers 175
Coca-Cola 175
Nestlé 176
Unilever 178
Manufacturer innovation overview 179
Chapter 6 Conclusions 182
Summary 182
Introduction 182
The future of packaging trends 183
Materials 183
Key categories 184
Technology and design innovations 186
Key opportunities and challenges 188
Improving the experience for the consumer 188
The cost of raw materials and its impact on design 188
Less packaging with more functionality 189
Using new technologies 189
Index 190
List of Figures
Figure 1.1: Analysis of packaging benefits 23
Figure 1.2: Share of products launched by packaging material, by country (% share), 2005 to 2008 inclusive 26
Figure 1.3: Spendrups Norrlands Guld beer in a diamond embossed can 34
Figure 2.4: Food and drink and related industry executives' opinion about the impact market trends will have on new product
development (NPD) in packaging in the future 38
Figure 2.5: Potential benefits of either 'light weighting', or reducing packaging 44
Figure 2.6: Examples of private label products launched in 2008 with 'simple' packaging or labeling 47
Figure 2.7: New food and drink products available in larger packs 49
Figure 2.8: Examples of single-serve packs launched in 2008 55



Figure 2.9: Core elements of nutritional labeling systems (US and EU) 58
Figure 2.10: Examples of nutritional labeling systems 59
Figure 2.11: Industry executives' opinion about effectiveness of labeling systems at informing consumers of the nutritional content of
food and drinks 60
Figure 2.12: Food and drink and related industry executives' level of agreement with statements about labeling and pack size 63
Figure 3.13: Food and drink and related industry executives' opinion about the importance of packaging features to consumers 68
Figure 3.14: Percentage share of conveniently packaged product launches, by category, 2005-2008 70
Figure 3.15: Conveniently packaged noodle products featuring cardboard packaging 72
Figure 3.16: New products launched in single use packs 74
Figure 3.17: Novel product and pack combinations for picnics, lunches and snacks 75
Figure 3.18: Pitcher shaped drinks containers for easier pouring 76
Figure 3.19: Coca-Cola's new grip PET bottle 77
Figure 3.20: Glico walky walky Choco & Pretzel 77
Figure 3.21: New products with packaging that has uses beyond purely containing the product 78
Figure 3.22: Industry opinion about consumer willingness to pay for sustainable packaging features 82
Figure 3.23: Lotte Xylitol Premium Mint Eco Bottle 87
Figure 3.24: Share of green and ethically packaged products by trend (% share), 2005-2008 90
Figure 3.25: Percentage share of products launched in green and ethical packaging, by category, 2005-2008 91
Figure 3.26: New products launched with 100% recycled or recyclable packaging 95
Figure 3.27: Blood Orange Noble 100% Pure All Natural Juice packaged in an 'all-natural renewable' bottle 96
Figure 3.28: New products which are promoted as having biodegradable elements to their packaging 98
Figure 3.29: Examples of new products with 'reusable' packaging 99
Figure 3.30: Alcoholic drink launches in 'light' or 'lighter' glass bottles 100
Figure 3.31: Murray's Boneless & Skinless Chicken Breasts in eco-packaging 102
Figure 3.32: Recently launched bakery and cereal products with recyclable packaging or natural manufacturing methods 103
Figure 3.33: Cap and reservoir systems for active ingredients in sport and functional drinks 104
Figure 3.34: Cap and straw systems for delivery of probiotics 106
Figure 3.35: Bevolution Ammo energy shot 107
Figure 3.36: Protica Profect Protein beverages 107
Figure 3.37: Bio2Tonic, a vitamin-enhanced water & oxygen-enriched Air beverage 108
Figure 4.38: Share of products launched with enhanced food safety packaging by category (% share), 2005-2008 117
Figure 4.39: Share of products launched with enhanced food safety packaging by region (% share), 2005-2008 120
Figure 4.40: American Energy Clean Energy Beverages with Cleancap Seals 123
Figure 4.41: Health Delicious Natural Cola with a 'special' inner liner 123
Figure 4.42: Tyson Foods 'no-touch' packaging for fresh meat 124
Figure 5.43: Innovation type as percentage of all innovative food and drink launches, 2005 to 2008 130
Figure 5.44: Bottled waters promoted on 'green' packaging features 132
Figure 5.45: Specially designed PET soft drink bottles for freezing 133
Figure 5.46: Vodka in specialist glass bottles 134
Figure 5.47: Purus Vodka 135
Figure 5.48: Versus wine in a pouch 136
Figure 5.49: Single serve alcoholic drinks in pouches and tubes 137
Figure 5.50: Novel wine closure formats 138
Figure 5.51: Metal/aluminum bottles for beer and wine 138
Figure 5.52: Yogurt products with creative packaging 139
Figure 5.53: Packaging designed to extend the shelf-life of cheese and butter 141
Figure 5.54: New dairy products with packaging designed for presentation 142
Figure 5.55: Novel dispensers for gum, mint and candies 143
Figure 5.56: WarHeads Double Drops Super Sour Liquid Candy 144
Figure 5.57: Chocolates with novel presentation boxes 145



Figure 5.58: Leche Pascual Uperisada in PET bottles 147
Figure 5.59: Chiquita Fresh & Ready Bananas 148
Figure 5.60: Cardboard boxes for microwaving and baking 150
Figure 5.61: Coors Light Cold Wrap Beer 156
Figure 5.62: Packaging with Braille information 163
Figure 5.63: Nestlé KitKat Kit Mail 165
Figure 5.64: New products with 'audio' packaging features 167
Figure 5.65: i-wine with scratch and sniff panels on the labels 169
Figure 5.66: Novelty shaped bottles for Coca-Cola 176
Figure 5.67: Two new Nestlé infant and baby products in innovative packaging 177
Figure 5.68: Nescafé Charge 178
Figure 5.69: Examples of key manufacturers' packaging innovations relating to sector and design key trends 180
Figure 6.70: Food and drink industry executives' opinion about the most popular materials used in packaging over the next five years
184
Figure 6.71: Food and drink and related industry executives' opinion about impact of packaging innovation on NPD by product
category 185
Figure 6.72: Food and drink and related industry executives' opinion about the importance of packaging innovation to consumers over
the next five years (% responses) 187
List of Tables
Table 1.1: Share of food and drink products launched by packaging material type (% of all products launched using material for its
packaging), 2005-8 25
Table 2.2: Private label market share, sales value (US$m) and growth (CAGR), by country, 2001- 2011 45
Table 2.3: European and US private label by sector (US$m), 2001-2011 46
Table 2.4: Discounters' share of grocery markets (%share), in Europe, by country, 2002-2007 50
Table 2.5: Per capita GDP at constant 2000 US$ prices, by country, 2003'2013 52
Table 2.6: Average number of occupants per household, Europe & US, 2003-2008 54
Table 2.7: Single person households in Europe & the US (m), 1997-2007 54
Table 2.8: Grocery market value share of convenience stores (% sales by value), by country, 2002-07 56
Table 3.9: Percentage share of conveniently packaged food and drinks launches, by packaging material, 2005-2008 71
Table 3.10: Percentage share of conveniently packaged launches by pack type, 2005-2008 73
Table 3.11: Percentage share of green and ethically packaged food and drinks launches by packaging material, 2005-2008 92
Table 3.12: Share of new green and ethically packaged product launches by pack type (% share), 2005-2008 93
Table 3.13: Share of new green and ethically packaged product launches by region (% share), 2005-2008 93
Table 4.14: Share of products launched with enhanced food safety packaging by material (% share), 2005-2008 118
Table 4.15: Share of products launched with enhanced food safety packaging by pack type (% share), 2005-2008 119
Table 5.16: Share of innovative packaging in new product launches, by category (% share), 2005- 2008 131
Table 5.17: Share of packaging materials used in innovatively packaged new food and drink launches (% share), 2005-2008 146
Table 5.18: Executives' opinion of packaging manufacturers who are driving innovation in food and drinks packaging (% mentions)
172
Table 5.19: Executives' opinion of food and drinks manufacturers who are driving innovation in food and drinks packaging (%
mentions) 175



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